Does your website answer readers’ questions? This is a key element of a smart content marketing strategy. You must devote a few key content pages to answering readers’ questions about your business products and services.
Otherwise you’re not helping them solve their problems. You won’t keep visitors on your site for long; it will be “click and bye-bye.”
Of course, this applies to your business blog as well. How many times do you read a great blog and have questions about what it’s actually offering? This happens on blogs of thought leaders where there’s a focus on quality information and not much in the way of call to action. Good content marketing includes calls to action and answers questions.
There’s a valuable blog post over at the Content Marketing Institute’s blog: Why Your Web Content Strategy Should Include Answering Questions, by Stephen Kenwright. In it the author goes into valuable details about how to find the right questions to answer, how to find the right places to provide answers, and why Frequently Asked Question pages are often too technical.
What I like most about the post are the two very different examples, one from a cruise site, the other from a financial services site. Check them out to get content marketing ideas for your own business website or blog.
The reality is that often information currently out there is difficult to navigate — having a strategy that answers readers’ questions wins because it makes consumers’ lives easier.
Ultimately, we know content marketing succeeds because it helps people. Your business will succeed when you focus your web content strategy on anticipating questions people need help with the most.
There is power in having a content marketing strategy by answering the questions your readers most need to know.
After reading Kenwright’s post, I realize that my content writing business site, Content for Coaches, lacks an FAQ page. I’ll go create one this week. Thanks to his post, I now know I don’t have to simply imagine what those questions are. I have resources to find out.
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